In the News

Safer Cycling

Today I stumbled across an article on the Guardian which introduced me to Brainy Bike Lights. It’s an interesting story about a new type of bike light which has been developed based on behavioural insights.  The concept recognised that much driving is done on auto-pilot and that the safety of cyclists might be improved by

cutting brain processing time and allowing drivers extra time to react.

Brainy Bike Lights does this by using a symbol of a cyclist rather than a traditional light, which allows faster identification of cyclists by drivers.

Source: Brainy Bike Lights
Source: Brainy Bike Lights

It is also thought that the use of the symbol subconsciously prompts drivers to see cyclist as a vulnerable person, resulting in more cautious driving.

Reading about these bike lights has made me think about the potential to be more creative when designing any information which is being used to try to change behaviours. What conscious and subconscious impacts are our messages having?